In Ikea’s ad titled “Freedom,” a man is leaving his cubicle-adorned office early. His co-workers rise and applaud with pride and support to the beat of the omnipresent “I’m Going Home” by Ervin Webb that plays throughout the commercial. The man’s wife is outside waiting for him and as they embrace each other, “If it costs less, you can work less,” is printed across the screen. The commercial ends with the Ikea logo and the slogan, “Live your life. Love your home” on the screen.
Credits
Agency: Robert/Boisen & Like-Minded Creative Director, Michael Robert; Senior Copywriter, Morten Kjaer; Account Director, Rikke Hove; Agency Producer, Rasmus Ejlers Production Company: @radical.media Director, Sebastian Strasser; Producer, Luke Beauchamp; Editor, Tony Kerns
The Best Work You May Never See: White Ribbon, Bensimon Byrne, Director Angie Bird Introduce Us To “My Friend, Max Hate”
White Ribbon has launched its “My Friend, Max Hate” campaign in Canada featuring this public service film that follows the journey of a young, isolated boy who becomes influenced by a misogynistic online puppet, “Max Hate.” The PSA reveals how online figures in the manosphere--a network of online communities promoting hateful, misogynistic rhetoric which fuels attitudes among young men and boys that contribute to gender-based violence.
“It’s alarming to see the growing impact of the manosphere and how they are conditioning vulnerable populations such as teens, particularly young men,” said Humberto Carolo, White Ribbon CEO. “These misogynistic online groups have existed for years, but their influence has grown under controversial figures, driving an increase in gender-based violence. With the My Friend, Max Hate campaign, our goal is to expose the damaging influence of misogynistic figures and raise awareness, particularly among young men who are often drawn into these toxic online communities.”
Launching two weeks before Safer Internet Day (February 11), the campaign--from Toronto agency Bensimon Byrne--underscores the importance of online safety and protecting youth through clear content boundaries.
White Ribbon is creating an online resource hub that educates individuals on how to recognize harmful online groups and provides support for young men and boys seeking to escape. Additionally, the campaign will launch a TikTok account, @max_hate_, featuring the PSA ‘My Friend, Max Hate’ puppet to expose how these figures gain influence and spread hate in a space that reaches those most influenced, young men.
The PSA was directed by Angie Bird via Toronto-based Westside Studio.
Now in its 34th year, White Ribbon... Read More
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